On the cognitive side, like an attitude of consumer behavior towards advertising. Cognitive is a process involved in acquiring and understanding knowledge about advertising, beliefs and attitudes, decision making and also problem solving. They are distinct from the emotional and necessary processes involved in willing and intending. It means that the consumer can be understood, attracted and provide their own response or feedback to the advertisement. A cognitive response is a thought generated in response to a persuasive communication (Petty, 1981) and therefore triggers an attitude change. The way a cognitive activity responds to attitude effects after being exposed to a persuasive communication has to do with how the recipient of the communication manipulates, processes, and integrates the information (Greenwald, 1968) . When people are exposed to information, they connect it to existing thoughts they already have about the topic. People are more likely to persuade with messages they have previously thought about optimistically. Testing cognitive response theory to understand the link between the initial response to communication and the resulting attitude change. The theory states that a cognitive response influences the final attitude and therefore can influence behavior. This factor can be classified as attitude because the consumer shows his attitude or feeling towards the advertisement he sees in the newspaper. This attitude can be one of the factors in measuring the effectiveness of interactive advertising in newspapers. The second flow is affective. In this model, affective is divided into two parts of consumer behavior, which are preference and liking. A liking is more to the middle... middle of the paper... good (attitude), and when they think that their substantial others would like them to perform that behavior (subjective norm), this particular result in an intention (motivations) higher and are more inclined to do so. Within the cognitive mindset, attitudes tend to be recognized as one of the main aspects that drive human behaviors. Recognizing that not all behaviors are below complete voluntary control, the idea of ​​behavioral goals, which moderate the effect of behavior on behaviors, was released as advanced. A behavioral intention shows a person's decision to perform the behavior, and the concept behind the presentation of the concept is the fact that the decision to interact with a specific behavior will only be realized at the level where the individual has incomplete control associated to the execution of real behavior. behavior (Ajzen and Fishbein, 1975).